基于顧客價值理論的蜀岡--瘦西湖風景名勝區(qū)營銷戰(zhàn)略研究.pdf

1、IIIIIIIIIIIIIIIIIIIIIIY3432627分類號UDC學號叢!三Q里12密級公趕埸H1大譬YANGZHOUUNIVERSITY碩士學位論文(學術(shù)型)基于顧客價值理論的蜀岡一瘦西湖風景名勝區(qū)營銷戰(zhàn)略研究指導(dǎo)教師姓名：申請學位級別：妁b培君論文提交日期：2Q!墨生5旦!堇旦學位授予單位：揚叢盤鱟答辯委員會主席：至塹些論文答辯日期：2Q!墨生月22旦學位授予日期：2Q!墨生魚旦3Q旦2018年6月II揚州大學碩士學位論文Ab

2、stractWiththerapiddevelopmentoftourismandthematurityoftourists，tourismneedsareincreasinglydiversifiedandindividualized，andtheattractivenessoftraditionalmarketingmethodsandmeanstotouristsisgraduallyweakeningTheincreasingl

3、yfiercemarketcompetitionrequiresthattouristattractionsfollowthe“customer—centric”marketingconcept，changemarketingideas，andupgrademarketingmethodstopromotesustainabledevelopmentoftouristattractionsAsastate—levelscenicspot

4、andanationalculturaltourismdemonstrationarea，theShugang—SlenderWestLakeScenicAreahasmanyproblemssuchasinsufficientdevelopmentoftheinternationaltouristsourcemarket，too—obviousdifferencesinthetouristmarketduringslackandpea

5、kseasons，andSOonTheauthorimroducesthecustomervaluetheorytocarryoutin—depthanalysisanddiscussionofthemarketingoftheShugang—SlenderWestLakeScenicArea，whichisofgreatsignificanceforenhancingthecompetitivenessofthescenicareaa

6、ndpromotingthesustainabledevelopmentofthescenicareaIntermsoftheoreticalresearch，thisarticlefirstdefinestheconceptsofcustomervalueandmarketingstrategySecond，combingtheresearchresultsofdomesticandforeignscholarsinthefieldo

7、fcustomervaluetheoryandrelatedresearchareasofscenicspots，itisfoundthatthereislessresearchonthecustomervalueofscenicspotsandtherelatedresearchonmarketingofscenicspotsismainlyqualitativeFinallyitelaboratesoncustomervalueth

8、eoryconsumerbehaviortheoryandSTPtheory，whichlaysatheoreticalfoundationforthein—depthstudyofthisarticleIntermsofempiricalresearch，thispaperstartsfromthemarketingbasisandmarketingconditionsoftheShugang—SlenderWestLakeSceni

9、cAreaandanalyzesthenecessityofintroducingcustomervalueintothemarketingoftheShugang—SlenderWestLakeScenicArea，marketingenvironment，locationadvantages，resourceendowments，andtourismdevelopmentstatusandSOonBasedonthecustomer

10、valuetheory，theresearchplanwasdesigned，andaquestionnairesurveywasconductedtoconductanempiricalstudyonthescenicspotofShugang—SlenderWestLakeThedescriptivestatisticalanalysis，analysisofvariance，cross—linkedtablesandotherst

11、atisticaldataanalysismethodswereusedtoanalyzethecustomervalueperceptionandbehavioralcharacteristicsoftheScenicSpotintheShugang—SlenderWestLakeScenicAreain—depth，anddiagnosedShugang—SlenderWestLakeScenicAreamarketingprobl

12、emsusingacombinationofqualitativeanalysisandquantitativeanalysisBasedonthis，wewillconsiderthemarketingstrategyoftheShugang—SlenderWestLakeScenicArea，anddefineitsmarketingstrategypositioningandmarketingprinciples，SOastofu